Colors - Khataro Ke Khiladi (Direct Response Advertising)

Direct marketing is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing.

1. The first is that it attempts to send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited.
2. The second characteristic is that it is focused on driving purchases that can be attributed to a specific "call-to-action." This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.

If the advertisement asks the prospect to take a specific action, for instance call a free phone number or visit a website, then the effort is considered to be direct response advertising.

Here is direct response advertising of Colors - Khataro Ke Khiladi

Hypothetically objective for this ad can be:

Objective:

• To increase awareness about up coming show KKK-2
• Get the direct response for participation in KKK-2

Apart from print ad, kkk-2 team have used holistic approach for effective media reach. Some of them are as under:

TVC



Micro Site

IBM joins Green Premier League

"While most people think of energy conservation from a hardware perspective, increasingly it is actually software that is providing more options to go green across the entire organization." says Al Zollar, general manager, Tivoli Software, IBM (source).

With today’s market realities—rising energy costs; shrinking power and space capacity; increased regulatory regulatory scrutiny; and higher customer expectations—going green is not only socially responsible, it’s an economic imperative. Traditional green IT strategies have focused on the data center alone, which accounts for only2% of global CO2 emissions.

IBM "Software for a Greener World" help businesses

1. Maximize energy efficiency
2. Reduce costs associated with power and cooling

Promotion:

Here is link for IBM green commercials and down is the print ad of IBM green.


In their (IBM) advertisement company has used little animated critters. The good thing is to notice that slowly marketer are moving towards animated ad. While IBM have same ad through out globe but even if we isolated IBM ad form Indian market still we have many ads using animation critters.

Before animation ads were only present in children segment ads but now slowly and gradually trend is changing following are few link for animation ads in India.


Ads in Children Segment:

• Big Babol

Ads for mass marketing:

• Reliance Communication
• TATA Sky
• Vodafone
  
• Mentos

E-Bikes Branding

E-bike a word which was not familiar is now well know to us. The segment in two wheeler which was nothing few years back is now gaining momentum.

What is E-bike?

An Electric Bike or Scooter is a battery operated vehicle that is very economical with low maintenance cost and zero pollution. Electric two wheelers use the electrical technology of rechargeable battery that converts the electrical energy into mechanical energy. The battery of an EV can be charged easily using a power connection.

Features of E-bike and Scooters

Electric bikes or scooters, light in weight, trendy, efficient and eco-friendly, are becoming potent alternative to the conventional two-wheelers and the Electric two-wheeler industry in India is developing at rapid speed.
Have a look at the unavoidable advantages of Electric Bikes and Scooters :

• Licence and registration is not required for E Bikes and Scooters.
• Electric two wheelers run on re-chargeable battery and uses electricity as fuel in place of conventional Petrol/Diesel.
• E Bikes and Scooters can beat the rising prices of Petrol/Diesel.
• Simple design, light weight and economical Electric Vehicles are very low in running and maintenance cost.
• With the ease of handling, Electric two wheelers saves the commuting time in congested roads specially in urban areas.
• Electric vehicles are more efficient in terms of generating usable energy from their electric engine's battery in comparison to the regular fuel conversion. In this way E Bikes and Scooters are innovative and efficient mode of personal transport.
• Electric bikes or scooters use electricity therefore no emission of harmful gases like Carbon dioxide (CO2) or Nitrogen dioxide (NO2).

Branding:

E-bike with success in countries like US and China is ready to set a stage in India. But then the real challenge is how to promote this product? What should be communication strategy?
Various two wheelers companies have position there product on various attributes such as:

• Technology
• Power
• Style/Look
• Colour variants available
  
• Price

While based on the benefits of E-Bike one can do branding based on:

• Eco-friendly
• Fuel Efficient (as compared to petrol)
  
• Battery run
• Price
• No licence & registration required

Once consumer has knowledge about the product and its benefits (in this case E-bike) then positionig can be done on basis of:

• Design/look
  
• Technology ( in this case mostly battery)
• Other features (Alloy wheels, Antytheft electronic security system etc.)
• Colour variant available.
  

Here are ads of few E-bike companies where Yo-bikes being 1st mover highlighted Fuel Efficiency and Avon which is late comer concentrating on looks & other feature:


Indus Yo Bikes:

Tagline: "Ab rasta hai aapke paas"

Position: Positioned as bike which help you to stay way from troublesome price of Petrol and gives you extreme millage as compared to petrol vehicle.



Avon E-Bike:

Tagline: "In the spotlight naturally!!"

Position: The company has tried to positioned their product which guarantee admiration with its swanky look, comfortable seating and Antitheft electronic security which makes it always in spotlight.

Airline Customer Segmentation

Segmentation can be done on basis of consumer like Corporate, Institutional or General public. When advertising in TOI(pg 3) we can conclude that they have chosen their segment as General public.

Now lets discuss target audience for Kingfisher and SpiceJet based on their ads.

SpiceJet:

Targeting: One time flyer i.e. those who do not travel regularly.
Positioning: Low cost Indian airline.

Reason : SpiceJet have come up with concept of Happy Hour where you can get 1 free ticket on purchase of a ticket. This offer is applicable on all sectors on the SpiceJet network till 24th October ‘09. But there is limited inventory only for 2 days and which clearly show that they are targeting people who are going to travel in near future and have pre-planed travel.

Kingfisher Airline:

Targeting: Frequent flyer
Positioning: Premium Service airline

Reason: Just by the scheme we can predict that they are targeting frequent flyer.

Important: This STP is on basis of these two ads only. May be there are some more ad targeting different sets of consumer. So you never know whats next.